Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

Manel Mzoughi 1 Joël Bree 2, 1
1 NIMEC - Normandie Innovation Marché Entreprise Consommation
2 ESSCA Research Lab
Abstract : This exploratory study aims to provide an explanation for the brakes to the adoption of toy-packaging targeting children and may be related to age and gender. In the light of 21 semi-structured interviews with children, we propose to identify the characteristics able to generate a targeting error and subsequently a negative affective response to the brand.
Keywords : affective response targeting children toy-packaging
Type de document :
Communication dans un congrès
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02022310
Contributeur : Joël Brée <>
Soumis le : dimanche 17 février 2019 - 17:55:34
Dernière modification le : jeudi 6 juin 2019 - 16:42:40

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  • HAL Id : hal-02022310, version 1

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COMUE-NORMANDIE | UNAM | UNIROUEN | UNILEHAVRE | UNICAEN | NIMEC | IRIHS

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Manel Mzoughi, Joël Bree. Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children. 21st International Conference on Corporate and Marketing Communications, Apr 2016, London, United Kingdom. ⟨hal-02022310⟩

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